News entrepreneurship session at Digital Journalism Camp

Steve Woodward and Carolynn Duncan of the Portland Ten

Arrived a few minutes late to Digital Journalism Camp, organized by Abraham Hyatt, and these are my notes from the first session about news entrepreneurship in Portland. Steve Woodward and Carolyn Duncan, of the Portland Ten, led the session.

Steve Woodward of Nozzl Media argues that the drop in newspaper revenue is a metrics problem. Newspapers need to work more with metrics and be able to prove their value such that they can reengage their advertisers. The tools for metrics in print are much less than the tools for metrics online.

Discussion about Perez Hilton. Carolyn Duncan asks “who the hell was this guy three years ago?” Chuckles from the audience as someone asks “who the hell is this guy now?” The same guy asking that question follows up with “if you want to be in this business, trust is the word. If you don’t have trust, you’re not going to make a dollar.”

Pete Forsyth on trust and citing sources on Wikipedia: “you want to have a clear, transparent editorial process.” The producer of the content has to adhere to a published set of standards that others can audit.

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Using AP fees wisely

A thought from a meeting yesterday with John Lowe and an idea I had a week ago: what would happen if newspapers withdrew their subscriptions from the Associated Press, which cost too much and offer little value online when you can link instead, and used all or part of those savings to start an incubator fund for local news startups?

Such a fund would offer a extraordinary advantage over printing day-old national news that people can get instantly online.

The innovation required for newspapers to reinvent themselves isn’t generally coming from within. There are institutional and cultural reasons for this. For instance, a friend who took an early retirement from The Oregonian said that his group of friends who wanted to discuss how to change the newspaper had to do so off company time. They brainstormed ideas over pizza and beer that were rarely implemented once they got back into the office. Google has the 20% rule. This is a significant difference in workplace, but a seed fund for news startups would promote the type of creativity and tenacity needed to survive in this new environment that corporate culture typically squashes.

Newspapers could benefit in a couple of ways. One, the contract with the startup might structured in such a way as to guarantee content to the newspaper’s print product at mutually agreeable rates. Two, if the startup pulled something particularly innovative, the newspaper could just buy the company. This is what Google does because it knows that disruptive thinking has a lower barrier to implementation on the ‘net.